Multi-Generational Households Tobias Dahlberg September 24, 2025 – 2 min read Share this post Marketing The Psychology Of Trust In 2026 Trust used to be simple: a familiar logo, a tagline, maybe a celebrity endorsement. In 2026, it’s more fragile — and more valuable — than ever. Consumers swipe past hundreds of brands a day, algorithms curate their choices, and scandals go viral in minutes. The psychology of trust has shifted from By Tobias Dahlberg • 2 min read Agency Internal Comms Is Becoming As Valuable As External Branding For years, branding meant billboards, Superbowl spots, and social campaigns. External, external, external. The customer was king, and employees were the afterthought. The irony? In 2025, the most powerful brand audience isn’t out there — it’s in here. Internal comms and culture have become as valuable as external branding. By Tobias Dahlberg • 2 min read Photo by Suganth / Unsplash Journal The Airport Test If you want to understand a culture, don’t read its constitution. Don’t study its GDP. Spend 30 minutes at its airport. Airports are the most condensed, exaggerated versions of national character. They’re pressure cookers where design, behavior, and ambition collide in plain sight. In Helsinki, my home By Tobias Dahlberg • 3 min read Brand Levi's - Relevant or Redundant? Levi’s is one of the most recognizable apparel brands on the planet — a century-old symbol of American culture, youth identity, and “authenticity.” It practically invented denim as we know it. But the category it once defined has fragmented into micro-cultures, fast fashion cycles, secondhand ecosystems, and aesthetic tribes that By Tobias Dahlberg • 3 min read Marketing Aspiration Has Changed: The New Status Symbols of 2026 Are you ready to look at how culture and values are changing for 2026 and beyond? I thought so. Here's the pattern: From wealth → wellbeing → wisdom → autonomy. What brands must signal to feel modern and desirable. In Brief Aspiration has quietly rewritten itself. Money no longer signals status By Tobias Dahlberg • 2 min read Brand Relevant Or Redundant? – BOSS I came back from London late last night, and after strolling the streets for a few days, (mostly waiting while my wife and daughters shopped like there is no tomorrow), I did what I suppose most brand-builders do...analyse brands and concepts. What follows is a new content series I By Tobias Dahlberg • 3 min read Marketing The Relevance Gap Starts In The Corner Office The Relevance Gap™ is a term I coined to illustrate the disconnect that happens between brands and customer choice. And while Relevance is a function of many external forces (from cultural shifts, macro trends, category dynamics, and most of all, changes in consumer tastes, values, etc. the problems rarely starts By Tobias Dahlberg • 2 min read Brand & Marketing I Analysed Dozens Of FMCG Brands - Here Is How Many Are Drifting I’ve run a good amount of Brand Relevance Scores for FMCG brands this last month. Here’s the uncomfortable pattern: the categories aren’t stale — the brands are. Most FMCG brands aren’t losing relevance because of competition. They’re losing relevance because culture moved and they didn’t By Tobias Dahlberg • 1 min read Teach & AI AI will change everything about brand-building. Except what matters most. Why the Future of Brand Still Belongs to Humans — Even in an AI-Driven World. After 20+ years at the intersection of of brand strategy, innovation, design, and marketing for companies across industries, countries, and stages, I’ve learned one thing with absolute certainty: AI will change how brands are built. By Tobias Dahlberg • 5 min read
Marketing The Psychology Of Trust In 2026 Trust used to be simple: a familiar logo, a tagline, maybe a celebrity endorsement. In 2026, it’s more fragile — and more valuable — than ever. Consumers swipe past hundreds of brands a day, algorithms curate their choices, and scandals go viral in minutes. The psychology of trust has shifted from By Tobias Dahlberg • 2 min read
Agency Internal Comms Is Becoming As Valuable As External Branding For years, branding meant billboards, Superbowl spots, and social campaigns. External, external, external. The customer was king, and employees were the afterthought. The irony? In 2025, the most powerful brand audience isn’t out there — it’s in here. Internal comms and culture have become as valuable as external branding. By Tobias Dahlberg • 2 min read
Photo by Suganth / Unsplash Journal The Airport Test If you want to understand a culture, don’t read its constitution. Don’t study its GDP. Spend 30 minutes at its airport. Airports are the most condensed, exaggerated versions of national character. They’re pressure cookers where design, behavior, and ambition collide in plain sight. In Helsinki, my home By Tobias Dahlberg • 3 min read
Brand Levi's - Relevant or Redundant? Levi’s is one of the most recognizable apparel brands on the planet — a century-old symbol of American culture, youth identity, and “authenticity.” It practically invented denim as we know it. But the category it once defined has fragmented into micro-cultures, fast fashion cycles, secondhand ecosystems, and aesthetic tribes that By Tobias Dahlberg • 3 min read
Marketing Aspiration Has Changed: The New Status Symbols of 2026 Are you ready to look at how culture and values are changing for 2026 and beyond? I thought so. Here's the pattern: From wealth → wellbeing → wisdom → autonomy. What brands must signal to feel modern and desirable. In Brief Aspiration has quietly rewritten itself. Money no longer signals status By Tobias Dahlberg • 2 min read
Brand Relevant Or Redundant? – BOSS I came back from London late last night, and after strolling the streets for a few days, (mostly waiting while my wife and daughters shopped like there is no tomorrow), I did what I suppose most brand-builders do...analyse brands and concepts. What follows is a new content series I By Tobias Dahlberg • 3 min read
Marketing The Relevance Gap Starts In The Corner Office The Relevance Gap™ is a term I coined to illustrate the disconnect that happens between brands and customer choice. And while Relevance is a function of many external forces (from cultural shifts, macro trends, category dynamics, and most of all, changes in consumer tastes, values, etc. the problems rarely starts By Tobias Dahlberg • 2 min read
Brand & Marketing I Analysed Dozens Of FMCG Brands - Here Is How Many Are Drifting I’ve run a good amount of Brand Relevance Scores for FMCG brands this last month. Here’s the uncomfortable pattern: the categories aren’t stale — the brands are. Most FMCG brands aren’t losing relevance because of competition. They’re losing relevance because culture moved and they didn’t By Tobias Dahlberg • 1 min read
Teach & AI AI will change everything about brand-building. Except what matters most. Why the Future of Brand Still Belongs to Humans — Even in an AI-Driven World. After 20+ years at the intersection of of brand strategy, innovation, design, and marketing for companies across industries, countries, and stages, I’ve learned one thing with absolute certainty: AI will change how brands are built. By Tobias Dahlberg • 5 min read
